Prospecting and Recruitment  

If you know who your core support is, and where your organisation sits in the broad spectrum we call the marketplace, what your brand means, and what your brand outtake is, you are ready to prospect and recruit.

Equally you need to know the distribution of your current donors in terms of average gift, frequency of gift and other key statistics.

Note: Your fundraising database should have the concept of "programs:, that are structures you can place donors in. An obvious example would be Direct Mail. This is a program with say six mail points, maybe six email points and perhaps some phone follow-up points.

But just as importantly a sustainable integrated recruitment strategy is dependent on your software allowing you to place people in recruitment, second donation, retention, upgrade, renewal or other programs. A recruitment program for an email prospect may involve a number of emails, perhaps a phone call and even a mail piece. Can you place someone in a program and then know the technology will fulfil it for you?

Does your software prompt you to intervene where necessary, but otherwise let you get on with your job?  Your job should be to supply content for any emails, letters and other contact types, it shouldn’t be to have to actually do the contact. Can you set up a recruitment program, supply the content and then know that all new donors go through the process?
 

The key to recruitment is not the initial approach or the getting of a name, it is having the program in place to handle the response and make the most of the recruitment opportunity. We have seen organisations overwhelmed by a successful campaign if they haven’t planned for it. So the follow-up to capturing a name is the key part of the recruitment process, although like most strategies, each stage is important. Regular donors recruited off the street have a high and sustained attrition rate, but we can show you how to reduce this, without having to build a large staff infrastructure to do so.


We can advise you on effective recruitment strategies that have integrity and resonate with the brand you have to protect.

Face To Face

Direct Response TV & Radio

Leaflets

Publication Inserts

Publication Adverts

List Purchases

List Swaps

Cooperative Recruitment

Door Canvass

Tele-Recruiting

Event based Recruiting

Viral Emails

Friend Get Friend

Gift Memberships

Posters and Billboards

Web Site Traffic

Google Advertising

Annual Appeals

Tours

Raffles

Merchandise

Lapsed, GNA

Call To Action

Social Networks

Internet Advertising